Understanding the "Corner shop" and "Shop-in-shop" concepts
The world of retail is constantly evolving. The "corner shop" or "shop-in-shop" concept has been successfully adopted by a number of brands and major retailers. It brings a new dynamic to shopping environments, encouraging diversity and innovation in product presentation, while boosting sales.
What is a brand corner?
A brand corner, also known as a "shop-in-shop" or "pop-up store", is a retail strategy that allows an independent brand to position itself within another, usually larger, brand. This can be done in a variety of locations such as hypermarkets, shopping centres, railway stations or underground stations.
This initiative offers brands the opportunity to set up a dedicated space of a few square metres in independent shops through a partnership. Depending on the space available and the specifics of each situation, the brand corner can take different forms, such as a stand, a department, a mini-showroom, a counter, a display unit or a window display.
The rise of the corner shop concept in France
The corner shop concept is enjoying considerable growth in France. A number of department stores have already welcomed outlets for a wide range of international brands.
The success of branded corners: the example of Claire's
One notable example is the American brand Claire's, famous for its costume jewellery and fashion accessories. Claire's has extensively developed its cornershops in France, with more than 250 shops across the country in 2019. These corners are located in a variety of places, including Galeries Lafayette Haussmann, toy shops and hypermarkets such as Carrefour, Casino and Intermarché.
Challenges and objectives of cornershops for brands
Adopting the corner shop concept has a number of advantages for brands, both financially and in terms of marketing.
The financial and marketing advantages of the corner shop
One of the main advantages of a corner shop for an independent brand is the reduction in financial expenditure. Setting up shop in a major chain store can be done at a lower cost than opening a complete boutique.
From a marketing point of view, the corner shop gives the brand greater visibility and can help to reinforce its credibility by being associated with prestigious names.
The advantages of branded corners for major retailers
Introducing a corner shop to a store can reinvigorate the retail space. A new concept or brand can attract new customers, improving the profitability of the sales space.
With the rise of online shopping, many shops have lost unoptimised sales space. The introduction of cornershops can help revitalise these spaces, while adding more expertise and specialisms to a general shop.
The keys to a successful partnership
Despite the many benefits of branded corners, implementing this concept requires careful planning and management to ensure a mutually beneficial partnership.
Points to watch for a successful partnership
It is essential to draw up a clear and precise contract, detailing the terms of the partnership, such as space rental, franchise rights or brand licences. What's more, the management of the corner shop must be transparent and efficient.
Lastly, it is crucial to comply with the host company's rules, for example on opening hours, shop traffic and competition.
Conclusion
Branded corners represent a solid trend in the retail sector, offering significant advantages for both brands and retailers. With the right management and a clear partnership, this strategy can help to boost sales, diversify commercial offerings and boost brand visibility.
